Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Internet Retailing in Turkey

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Executive Summary

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PROSPECTS

Increasing awareness and consumer-level trust sustain the performance

In 2018, internet retailing continued to register dynamic growth due to increasing awareness and a growing preference for online shopping as a result of greater consumer demand for convenience. An increasing number of consumers switched to online retailing as a result of greater trust in delivery and payment mechanisms.

New services and features add dynamism to internet retailing

In 2018, internet retailing continued to benefit from company-level investments in innovative service development that were aimed at improving the consumer experience online. These innovative service developments improved the consumer experience and increased the appeal of internet retailing.

In 2018, marketplaces such as GittiGidiyor, Hepsiburda and N11 continued to bolster the performance of internet retailing by introducing new players to the online landscape. Marketplaces continued to increase the number of players within internet retailing.

COMPETITIVE LANDSCAPE

Third party merchants continue to record strong performances

In 2018, third party merchants continued to record dynamic performances due to service level improvements of leading marketplaces such as N11, GittiGidiyor and Hepsiburda. Moreover, new pure players launched their marketplace platforms to tap into an increasing consumer and company-level preference for marketplaces.

New entries, mergers and acquisitions intensify competition

In 2018, acquisitions and new entries continued to add dynamism to internet retailing. The most significant new entry to internet retailing was the new Amazon service for Turkey, which is set to have a significant impact on the competitive landscape of internet retailing.

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